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A well-known but rarely followed set of internet marketing rules

All types of "kinda" specialists can be found in various disciplines. Keep in mind the following people: For example, the hairdresser who will convert your hair into a washcloth, the fitness trainer who will craft an arduous training programme, and the doctor — staying alive would be wonderful.

somewhat of a marketer

There are also "pseudo-specialists" in marketing. They show off in front of customers by cleverly using marketing phrases. However, they fail to keep their promises, or they perform it incorrectly.

the 10th of March, 2020

To help me figure out who is doing what, what do you suggest? If you've been in marketing for many years, and you have been faced with hundreds of projects, you will begin to pick apart each one. Even your own personal experience and that of colleagues should be taken into consideration.

A visual representation of the targeted audience

When marketing to the "kind of market," getting to know your target audience (TA) is a simple task. It will take him a couple of minutes to sketch you a portrait.

"What are we looking at here? Fine cosmetics? Here is a picture of your TA: women between the ages of 16 and 86 who take care of themselves."

There's no question: Children ages 3–12 years have the market.

Only from what he knows and guesses, the "kinda" marketer gathers data for his investigation. He feels that anti-ageing cosmetics are purchased mainly by wealthy retirees, therefore he devotes an entire section of his advertising copy to describing how anti-aging products smooth wrinkles and help restore vitality. However, anti-ageing products are typically prescribed for persons ages 25–30 to slow or stop the ageing process, rather than to actually reverse it. Think about all the people this kind of marketer has missed out on.

Without a portrait of your TA, you may run a business without one. Let's say, for example, that you are the only hair dresser in the entire village. It doesn't make sense to promote your business if you're the only one there. People from the city will not travel the 100 km to have their hair trimmed, but locals will still visit. However, if you are in a competitive market area, you will need to include a picture of your T.A. to help people remember your service.

This image demonstrates how much effort you need to exert to make a sale (provided that the portrait is done correctly, of course). In order to successfully depict a character like this, you may have to browse a number of forums and message boards and talk to members of your target demographic.

Segmenting the target audience

It's not unusual for the "kinda" marketer to segment his audience, but it is for him not to do so. However, segmentation does not make sense without a portrait of your TA. While watching an audience, it is imperative to keep in mind that people are classified into parts rather than enjoying themselves.

A visual representation of the targeted audience

Your T.A. Portrait communicates your buyers in an instant. Older people with a low income, however, tend not to purchase things online because of the expense, but may instead make purchases in a brick-and-mortar setting (a salesperson with a golden tongue can get them to buy a set of pans for the price of the latest iPhone). They will bookmark the desired product, search a number of sites for a lower price, phone the store manager for additional information, and finally buy. To reach this market, emphasis on quality and economy in your advertising. Millennials, who don't have children and mortgages to worry about, tend to make impulsive purchases. It is crucial that you consider the benefits of buying something while selling to these customers: quick delivery, time-limited bonuses, and so on.

It takes a lot of effort and resources to make a good portrait of your TA, and doing so affects the promotion cost. It's like buying a car with no engine and then paying for advertisements that don't perform a TA analysis. It is possible to shoot a photo in motion, but you won't be able to drive anyplace.

split-group A/B testing

According to the majority of "kinda" marketers, most of their clients are making money, which is simple to quantify. Explaining to your client that some of the paid advertising options are less effective because you're using coupons to evaluate them is difficult. Additionally, some people simply cannot deal with A/B testing. They need to be familiar with a lot of different services in order to execute it successfully. When it comes to making a decision, it's often best to not spend too much time thinking about the many options.

If you want to partner with someone for the long term, you should perform A/B testing on your websites. His clients' goals are to extract as many leads as possible from each campaign but he, the kind of marketer, is only after the money. The client is irrelevant because a new partnership will be found for him.



Behavioural data is an under-explored resource in marketing. Analysing behavioural elements in a vacuum does not make any sense.

Looked up the site in the services, and what do I do now? You'd better do some form of behavioural analysis on the prospects, but the "kinda" marketer doesn't want to mess with all that math. For that reason, he will avoid the information. The client has heard about the indicator of refusals, and therefore they are free to refuse the service.


But you know what a lot of somewhat marketers do? They sing like nightingales, proclaiming, "We'll set up a sales funnel!" Facilitate the customer flow! Our return on investment will go from 100% to 5,000%! Also, sales funnels are something they don't fully comprehend.

Examples of unsuccessful funnels can be seen in copywriting, targeting, and marketing training advertisements. These ads are targeted towards me, so I see them every day on Facebook.

The type of marketer will tell how he worked hard labour he loathed for pennies, but he will then meet a classmate who will show him the secret of success. His classmate will let him know that it is possible to earn a high income by training from a guru.

I'm interested and motivated. I'm waiting to be drawn into the next phase of the sales funnel—to join this guru's group, where I will be persuaded to first sign up for a free webinar and then purchase a full course. However, the post never mentions anything about signing up for a free webinar or about purchasing a course. Rather, the post's "kinda" marketer is trying to sell the paid course for one day only for £5,000.

It looks like you were trying to do everything in one post, yes?" No, not at all. "That's not correct."

one-of-a-kind trade proposal (UTO)

Understanding this phase is important, but understanding it isn't enough. Here's where the "kinda" marketers fall short: they fail to differentiate between a unique trade offer and an offer.

It looks like this: I was once a blogger for a "girly" blog about fashion, self-care, and cosmetics, and I was running contextual advertising for relevant services. As a curiosity, I clicked on one link, and that lead me to a wonderful facial massager. Unfortunately, the first screen contained only the name of the product: "Roller face massager."

When it comes to writing text for landing pages, I think it takes the most effort to learn the UTO. Once you find it, the rest of the language flows like clockwork.

Relevant content

a useful resource

Even when it was relevant 20 years ago, Bill Gates's saying, "content is king," remains applicable today. But this king is naked with pseudo-specialists. They already know that just inserting keyword-laden phrases like "buy organic food in New York City" into text doesn't make good content, but they have not yet learned how to properly target their customers.

A little old school, but at least it is optimised. Everything is standard: the home page with a list of benefits, several pages of basic services, a blog, contacts.

We can speculate who the audience for this site is: they are people who want to do repairs but don't have the time or motivation to learn how to replace a faucet on their own, yet they have enough money to pay someone else to do it. Why would they read a detailed manual when they can simply pay someone else to do it for them?

In other words, it was designed to draw in the search term "how to change the faucet with your hands," but that will bring in people who aren't our target demographic — individuals who want to repair their own taps.

Information-selling text can enhance traffic, as well as informational texts. This website may have three potential list signs that the tap is broken, provided information about the repercussions of failing to correct this problem, and detailed how the company will expeditiously and affordably fix the problem. It is not a difficulty to correctly incorporate keywords that tell the reader that it is possible to fix the issue themselves.

Useless content"useful"

As useful as having instructions and guides are, useful material goes beyond that. This is material which assists in solving the issue presented by a certain TA. Another approach is to provide services. It would make marketing a lot easier if all marketers knew this. To see articles from a kind of guru where the prose frequently strays into selling and fact gathering is almost unbearable. Everything is either black or white.

Although you should not always write exclusively for your major TA, it does not mean that you should never do so. Knowing how to measure the profitability information material (instructions, guidelines, etc.) that will be provided on the site is critical. We offer our counsel to both consumers and competitors because other agencies and freelancers hire our staff. Another key consideration in a competitive setting is brand recognition, which our guidelines also serve effectively. It doesn't make sense to focus on PR in the case of a small service company that has a limited promotional budget.

Finis coronat opus

Perhaps you're asking why this is so upsetting to us, my darling. It doesn't matter if there are some "kinda" marketers that leave excellent specialists without employment. If they do, they are less-than-stellar experts. I'm in favour of this statement, but I'm concerned that customers are still fooled by marketers who advertise as being kind, and it's a shame for the industry as a whole. Legitimate experts have the reputation tarnished by pseudospecialists.

Do you concur?

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